Influencer marketing begins to come of age

Alex Brownsell

Online influencers are aspiring to greater professionalism, including a more robust approach to providing brands with campaign metrics and performance data.

As the embers of the Fyre Festival fall-out continue to smoulder, the influencer industry has found itself under pressure to prove its effectiveness to brands and its worthiness to consumers.

The Netflix and Hulu films documenting the demise of a doomed luxury music festival shocked viewers, and brought into sharp focus the potential for influencer marketing to portray a fabricated reality that leaves customers bitterly disappointed. Brands, meanwhile, are demanding more robust metrics from YouTubers and Instagrammers, in an effort to ensure investments are not going to waste.

It provided an uncomfortable backdrop to the...

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